The WTFs & Wins of Month One at Sleep or Die

🔥 What actually happens after you launch a rebellious sleep brand, and what we’ve learned since

The sun is out. I’m sipping my coffee and reflecting on the last few weeks, feeling inspired. We’re ramping into another packed week at Sleep or Die, but I’m taking a moment to feel proud of where we’re at.

Because the truth is, it’s been just over a month since launch, and we’ve packed in a year’s worth of lessons already.

So here’s what actually happened: the wins, the WTF moments, and the behind-the-scenes slip ups you’d never guess from the outside.

---

❌ WTF: The Name That Wouldn’t Budge

We verified our Instagram account while transitioning it from my last venture to Sleep or Die. Turns out, once you’re verified, the name field is locked for 30 days. We discovered this the same day we planned to reveal the rebrand.

Cue panic.

But the extra time gave us a chance to tighten the story, drum up anticipation, and show up even stronger. I definitely overstressed and had a ‘end of the world’ moment about it. A good lesson on what is worth stressing about because I do not think anyone even noticed. Classic.

---

✅ Win: Profitable in Two Hours

Two hours after launching, we crossed the profitability line.

Coming from an apparel background, this kind of quick validation felt huge. A lot of our early community converted right away, and many of them have already reordered. That early risk they took on us? It means everything.

---

❌ WTF: A Creative Pull, Right Before Launch

We had a last-minute content swap. It was totally fair, and we respected it. But it meant re-shooting assets under a serious time crunch.

It turned into a lesson in flexibility. And a reminder to always over-prepare, even when things seem solid.

---

✅ Win: Two Photoshoots That Captured the Brand

We ran two shoots, one out in Vancouver and one in studio. We featured four women already in our orbit, and connecting with them on set was honestly a highlight.

They’ve since become customers and champions of the brand. That’s what I love most, every shoot, every conversation, is a chance to go deeper.

IMO, this imagery is the perfect badass approach.

---

❌ WTF: The Wrinkled Packaging Problem

Sleep tape bags were arriving to customers crinkled. I know it sounds small, but I care about the details. So I bought a pressurized air gun off Amazon and started filling every pack by hand.

I wish I was kidding. Never imagined hitting ‘add to cart’ on this guy.

Not glamorous, but it worked, for now. And it’s another reminder that sometimes the solution isn’t fancy, it’s just doing the thing.

---

✅ Win: Customer Interviews That Hit Deep

As I mentioned in previous weeks, I started calling customers who placed orders during launch. The feedback? Emotional, real, and exactly what I needed to hear. As I have conducted more, I am keeping key snippets of feedback;

❤️ “I’ve never seen a sleep brand talk about my experience before.”
🧠 “I finally found sleep tape that stays on WITH my skincare routine.”
😴 “My boyfriend steals one every night. We each need a subscription.”

We’re not just selling tape. We’re starting real conversations around sleep, and that’s what matters most.

---

❌ WTF: Cold Calls, Calendars, and Chaos

Cold calls never get comfier. My palms are always sweating.

I’ve been calling studios, sending DMs, and pitching Sleep or Die to places I know our Gen-Z customer already is. Think Pilates spots, wellness spas, cold-plunge studios, and low-lit meditation spaces.

The goal? Community events that meet her where she’s at. So far, we’ve locked in three major partners, including one in New York City this April. More soon.

Content teaser from this upcoming week 👀

---

✅ Win: Growth That’s 100% Organic

Aside from a small push behind our YouTube launch video, we’ve kept all our growth organic. Substack, DMs, referrals, private Instagram convos, it’s been real and grassroots from the start.

And that’s by design. We’re not shouting into the void. We’re building with our people.

---

Your Turn: Where Should We Show Up Next?

📍Drop a comment with the most unexpected place you think we should show up next.

A pop-up at your fave pilates studio? A retreat in the woods? A surprise in your Uber ride?

We’re listening, and if it’s weirdly perfect, you just might see it happen.

Let us know below ❤️‍🔥

See u next week,

Lo

---

🔴 Following along and feeling the startup chaos with me?
Startup life is real. If you want to show your support in a small (but mighty) way, you can now buy me a $5 coffee.

Because sleep is life, but caffeine gets us through the launch. 💀☕️